The news that yet another celebrity is launching yet another beauty line is usually met with a cynical reaction grounded in two central questions, the first being: “Does the world need yet another celebrity beauty brand?” Perhaps not.
That said, what the beauty consumer will always want is efficacious skin care. And these days, perhaps surprising to some, there is a wave of excellent celebrity-backed products that, unlike their predecessors, go beyond the coattails of their founder’s fame and deliver exactly that. “The market for celebrity skin-care products,” explains June Jensen-Mills, head of UK beauty at the trend forecasting NPD Group, “has witnessed a shift in the past few years.
While the rate of celebrity beauty launches is unlikely to slow down any time soon—and why would it when the global skin-care market is estimated to be worth more than ?—the renewed focus on exacting formulations means perhaps the predisposed answer to the second central question around celebrity beauty brands is not a foregone conclusion., the line developed with a mission to blur boundaries, operates quite differently from most other celebrity brands. Firstly, if you weren’t paying attention you’d have no idea the actor and singer Harry Styles was behind it. There is also no rhyme or rhythm as to how, when, or what products are released.
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